PAUL GOODE | Blog

Sometimes just a small change can make a big difference. See if there are small commitments you can make to set up automatic time investments that align with your goals. By making these time commitments predestined and automatic, you reduce the friction and decision making power needed to accomplish them.

About Paul Goode

HVAC professional turned marketing executive, Paul Goode established Green Pastures 23 Online Marketing in South Portland, Maine, in January 2014. Since establishing the firm, his email marketing and email retargeting service has proved very popular, and Paul Goode has made an excellent return on his investment. In addition to email marketing, the Maine-based firm offers reputation management services as well as search engine optimization and pay-per-click advertising.

During his decade-long career in the heating, ventilating, and air conditioning industry, Paul Goode worked for several different companies, most recently serving as an executive with W.H. Demmons, Inc., of Portland, Maine. In 2008, he joined W.H. Demmons as a sales engineer, then earned promotions to service/operations manager and finally to vice president of operations.

In his free time, Paul Goode enjoys many hobbies, including boating, mountain climbing, and running. He also likes to attend local plays and read books rather than watch television. He loves going to baseball games, especially minor league games. He supports the Barbara Bush Children’s Hospital and the Volunteers of America

Responsive Web Design

Green Pastures 23 Online Marketing's Maine Web Design team is experienced with all facets of web development helping our clients reach their full potential. Get your business found online, increase your leads and land more customers.

We are sensitive to the requirements of each of our clients and offer a wide range of customized services, including e-commerce, integrated analytic platforms, customer portals, cutting edge software solutions, mobile and tablet responsive builds, social media setup and support, phone and email tracking and art or photography focused sites that beautifully display your portfolios. We don't believe in the one size fits all approach. Contact us for any questions you may have regarding web design. We love helping people so don't hesitate to reach out for simple advice, budget pricing, a free review of your site or to start the design of your new website.

About Paul Goode

An entrepreneur with more than 10 years of sales and marketing experience, Paul Goode directs Internet advertising operations at Green Pastures 23, based in South Portland, Maine. Among his various responsibilities as president, he guides the firm’s popular pay-per-click initiatives, which allow his customers to quickly direct online traffic to their sites and services. In addition, Paul Goode manages the SEO and email marketing services for the company’s clientele.

Prior to establishing Green Pastures 23, Mr. Goode held executive sales and management positions with W.H. Demmons, Inc., also located in South Portland and successful commercial sales and service with Thayer Corporation. Throughout his career, he has achieved a closure rate of 34 percent and has averaged $1.5 million in revenue per year.

Away from the office, Mr. Goode enjoys a number of outdoor activities, from fishing to mountain climbing. He also likes to watch football and baseball games, especially those of the New England Patriots and the Boston Red Sox. Active in his community, he avidly supports a number of organizations, including his local church, the Barbara Bush Children’s Hospital, and Volunteers of America.

SEO Strategy

The majority of people I discuss online marketing strategies with are completely stuck on SEO (search engine optimization) and I do agree that a high ranking site will deliver lots of traffic and with high traffic naturally come conversions or sales or criminals if you’re a defense attorney. You also get a fair share of tire kickers. The top ranking companies usually have had a high presence in their marketplace for many years and have kept tight control of their online reputation and are highly active with social media (there is much more to it as well). High search engine ranking and quality SEO take time but they are extremely important and every company should carry an SEO budget each year. With that said, as you build your marketplace presence and reputation earning that high search engine rank there are also some very effective ways to draw quality, high converting traffic.

I have spent many years in sales and one of the most valuable lessons I have learned is to be able to identify a qualified lead from a waste of time. My experience with sales is you are either near starvation or flush with money and the difference for me was qualifying leads. Regardless of the industry, focusing your time in the most productive areas has the same effect.

Planning your Campaign

This is the exact same approach to take when planning a marketing campaign. You need to understand how to focus your ad spend to maximize the return. See the spreadsheet printouts of a PPC marketing campaign I started on the 13th of this month to promote my new site to the right here. It ran in ME and Portsmouth NH only. This report reflects what I call an ad variation test and I capped the max ad spend per day to only $15.00! Think of it like a stop loss. If my keywords were getting tons of clicks but no conversions I had minimal risk. I have changed the max ad spend to a higher figure. Once refined many campaigns don’t have a max. This campaign performed quite well and is a good illustration of how a very strategic and well planned marketing campaign will draw (I prefer “drive”) quality traffic to your product or service. Note that this campaign is not currently running with Google. They wanted between $11 and $25 per click for my keywords. I believe I averaged somewhere around $0.70 per click for the same result.

Avoid and SEO mess with Green Pastures 23 Online Marketing

The founder and president of South Portland, Maine, company Green Pastures Online Marketing, Paul Goode specializes in marketing and sales. Guiding clients through online marketing avenues, he uses a pay per click (PPC) program and search engine optimization to ensure clients gain visibility on the internet. In addition, he offers online advertising and social media management solutions. For companies seeking advanced marketing approaches, Maine resident Paul Goode possesses experience in email marketing and retargeting, which allows a company to send targeted advertisements to individuals that have visited a company’s website.

The image in this post is an example of a heat map I placed on the store front for a local ecommerce company about a month ago. This was one of the last heat maps I ran for this site after many modifications were made.

This heat map image is one of eleven that were generated by collecting data over what I believe was a 24hr time span. Each dot represents where a visitor actually clicked on the web page. All of the eleven images generated look exactly the same with regard to the number of clicks and location. However, each image color codes the clicks based on a certain criteria. In this image clicks are color coded by the user’s operating system. Please click on the image to zoom in you will see in the upper right corner exactly how the colors are coded. As you can see (Windows 7) is where most of the interaction came from with the (iPhone) next in line.

So what does it mean?

Heat maps are very powerful tools and relatively easy to employ. The art is understanding how to dissect the information. The approach should be mile high at first. Where are people clicking? What is getting their attention? Does the spot people click even redirect them to another page? The “hot” spot covered with clicks in the middle of the menu bar on this page is the Catalog link. This is an indicator that the landing page is compelling people to want to see more. Very good! Drilling deeper, why are we getting so much traffic from Windows 7? It makes sense and is a good sign if it reflects our marketing strategy and we have decided that visitors using that platform give higher conversion rates than others. If it doesn’t then we need to analyze why our marketing is primarily drawing traffic from desktops running an operating system from five years ago.

This is just scratching the surface but a good example of the tools effective marketers can use. Thorough analysis takes time and clever marketing adjustments or website tweaks take skill. Make sure the marketing company you are using isn’t just passing along the reports to let you sift through the information.

Heat map created by Paul Goode. South Portland, Maine

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About the Author

Paul Goode currently serves as president of Green Pastures 23 Online Marketing in South Portland, Maine, which he founded in January 2014. The company provides online advertising, social media management, email marketing, and search engine optimization to its clients. Paul Goode not only specializes in online press releases, reputation management, search engine optimization, and pay-per-click advertising, but also project management and web development.